International MBA Shanghai masterclass explores whether marketing retrenchment is a strategic risk

On 13 April 2026, the International MBA (IMBA) Masterclass, hosted by the International Business School Suzhou (IBSS) at Xi'an Jiaotong-Liverpool University (XJTLU) and supported by the British Chamber of Commerce Shanghai, took place in Shanghai. Focusing on the timely business question:  “Marketing Retrenchment: Cost Control or Strategic Risk?”, the event brought together around 20 senior professionals and managers, giving them the opportunity  to explore the balance between long-term growth and short-term cost control, build industry consensus and identify ways to respond to current business challenges.

Stuart Dunn, Executive Director of the British Chamber of Commerce Shanghai, delivered a welcome speech, extending a warm welcome to all guests. He also briefly introduced the positioning and core strengths of IBSS, and highlighted the academic backgrounds, research areas and industry experience of Dr Nuno Da Camara, Director of IMBA Programme, and Dr Daniel Hampson, Associate Professor in Marketing, IBSS head of Department of Intelligent Operations and Marketing, helping set the tone for the masterclass.

Thomas Durham, International Marketing and Communications Manager at IBSS, hosted the event. He highlighted that IBSS is China’s largest English-language business school and one of the youngest in the world to hold the three leading international accreditations in business educations  - AACSB, EQUIS and AMBA - placing it among the world’s top 1% of business schools. Drawing on the strengths of Xi’an Jiaotong University and the University of Liverpool, IBSS combines the best of British business education with Chinese business practice, offering an international and practice-orientated management education that prepares professionals to succeed in a global environment.

Dr Nuno Da Camara, Director of the IMBA Programme, presented the benefits of the International MBA Programme. The programme awards a master’s degree from the University of Liverpool, which is accredited by the Ministry of Education of China, ensuring the qualification’s prestige and international recognition. Adopting a flexible monthly intensive teaching model, the programme is tailored to the schedules of senior professionals, balancing work and further study. With an average student age of 38 and 15 years of industry management experience, it brings together senior managers from a wide range of sectors and functions. The programme also comprises an all-international academic staff team, one-on-one career coaching and international study modules at the University of Liverpool, the;, Brussels, Belgium; and partner institutions across 16 university alliances worldwide. Leveraging the alumni networks of IBSS and the University of Liverpool, it builds a global platform for career development, peer review and business networking.

Dr Daniel Hampson then delivered an interactive masterclass themed “Marketing Retrenchment: Cost Control or Strategic Risk?”. Focusing on practical challenges such as economic fluctuations and geopolitical shifts, the session examined the key differences between  “firefighting-style budget cuts” and “strategic marketing positioning”.

Drawing on five decades of global business data, case studies of enterprises during European and American economic recessions and insights into consumer trends in China, Dr Hampson explored the logic behind consumers’ seemingly irrational decisions through interactive sessions including pricing psychology experiments, anthropomorphic marketing simulations and promotional copy design. He contended that blindly cutting marketing investment during an economic downturn is short-sighted. While efficiency matters, he said, effectiveness must not be overlooked. Cost control should never come at the expense of brand equity, emotional connection with users, or the customer experience, as this can result in “short-term cost savings but long-term loss of competitiveness”. Dr Hampson shared several classic cases to illustrate that crises can present valuable opportunities for brand renewal and long-term value creation. He also interpreted current consumption trends, offering businesses a clear path to maintaining their market position.

During the interactive Q&A session, guests responded positively to Dr Daniel Hampson's presentation. They also held in-depth discussions and actively raised questions about the advantages of the IMBA. The IBSS team addressed each question in turn, further explaining the programme’s distinctive features and value, and offering useful guidance for guests considering further study and career development.

Supported by the British Chamber of Commerce Shanghai, the event not only showcased IBSS’ academic strength and the transformative value of the International MBA, but also offered participants a practical framework for marketing decision-making in times of economic uncertainty, Looking ahead, IBSS. will continue to fosters dialogue between academia and industry, supporting business leaders in their continued professional development.